Post-launch is as important as pre-launch

The technologies required to build, host and manage websites are subject to constant change.

There are Thousands of:

• Web browsers
• Development platforms
• Plug-ins
• Social media platforms
• Software versions
• Device types
• Screen sizes

Combine these with the millions of people contributing to the evolution of digital platforms and interaction methods and it gives you a sense of how quickly things are changing and evolving. Staying up to date is impossible.

When you launch a website it’s not reasonable to expect that youʼll never have to pay another penny to maintain it.

The reasons for maintaining your website are many, below I’ve summarised some of the more common reasons and why you need to budget for on-going maintenance.

Interaction

In the absence of direct communication with your clients or prospects, a company website may be one of your only options to make an instant positive impression

For this reason, your website needs to work really hard. Make sure:

• Content is current
• The user journeys are straightforward
• All functionality works
• There are no dead links
• Site is easy to navigate

Remember, you’re competing with millions of sites. Once you’ve got visitors don’t lose them because the site experience is rubbish. Keep your site maintained.

Changing technology

As internet browser technology changes, the software running your website must be kept up to date in order to:

1. Prevent interface related issues and poor user experience
2. Reduce risk of site safety and data breaches
3. Maintain site performance and usability

Maintaining content

To keep web audiences coming back for more; current, evolving and relevant content is the big hook.

1. If you have a blog, news section or social media feed, keep it up to date with fresh content regularly. Don’t just pump out information either. Ask industry experts and clients to pitch in to keep it interesting & fresh
2. Have a consistent voice, optimise the imagery and remember less can be more with copy
3. Don’t overload the site, you’ll only affect page load speeds
4. It really does help to be organised and plan well when editing or adding new content, keep a control of who is doing what

Site security

Routine monitoring and reviews of site security will mitigate unexpected down-time.

1. Make sure your hosting infrastructure is adequate to meet the demands of your website
2. Back-up web files regularly and keep them safe
3. Control access to the back-end areas of your website, be rigorous with roles and permissions and demand strong, unique login details

Website attacks can be random as well as targeted. Hackers will prey on websites with out-of-date software and open-doors, and will take advantage where opportunities allow them to.

An attack could affect trust in your website and its rankings.

Conclusion

A well-maintained website can remain effective and stable for a very long time with predictable costs.

If it’s not, then a business runs serious risk of greater expenditure as well as other harmful effects.

Richard is Creative Director and owner of Brand Remedy and one of the pioneers of branding in professional services. His sector experience includes legal, accountancy, wealth management, financial services, real estate and public sector.